The 10 Brands Topping the US Customer Advocacy Rankings in 2018

There’s a new leader atop the US brand advocacy rankings and it’s not Amazon. This year Band-Aid moves to the top of YouGov’s latest annual rankings as the most likely to be recommended by its customers from a list of 1,630 brands. Band-Aid moved up from the #2 spot in last year’s rankings, overtaking USAA, which fell to the third spot this year.

The Advocacy Rankings measure customers’ likelihood to recommend 1,630 major brands. Scores are determined by asking respondents if they would recommend a brand to a friend or colleague or would tell a friend or colleague to avoid the brand. The results are then filtered for adults 18 and older who are customers of the brand. These scores can range from -100 to 100, with a 0 score indicating a neutral position.

With a high score of 74.2, Band-Aid is the clear leader of the pack. Indeed, Netflix, the second-ranked brand with a score of 71.7, is closer to the 8th-ranked brand than to Band-Aid.

About the Data: Rankings data was collected between November 1, 2017 and October 31, 2018, and Improvers data was collected between November 1, 2016 and October 31, 2018. All brands must have a minimum customer sample size of 200 and have been tracked for at least 6 months to be included in the rankings and at least 6 months in the prior year’s period (as well as being currently tracked) to be included among improvers.